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Phillip Lim, Following in Footsteps of Heavyweights Christian Dior and Fendi, To Stage Fashion Show in China


>> Five years
in, Phillip Lim is ready to fine-tune his brand identity. He dedicated the Spring 2011 3.1 Phillip Lim collection to “the female version of the dandy, the dandie-lion” — but the concept of the "dandie-lion" is not just a one-season thing, the designer explains, it's his label's new catchphrase: “I’ve always known what I’ve been about, but for media, marketing and the public, you have to put it in a context that people can understand. But you can’t verbally or tangibly hold down a mood. You can only describe.”

Lim doesn't have a birthday bash planned for his fifth, but on Saturday, he's following in the footsteps of major brands like Fendi, which held a fashion show on the Great Wall of China in 2007 and Dior, which staged a resort show in Shanghai, by showing his Spring 2011 collection in the Forbidden City's Dong Bian Men Watchtower. As WWD points out, "It’s a big deal for a young designer such as Lim to stage a show like this." Lim sees the move as strategic: “China is growing so fast. There is a crazy appetite for luxury, but at the same time, there is also an appetite for what’s new, what’s next. Emerging consumers are realizing it’s time to embrace younger brands because they can be first in line to help build them.”

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